eCommerce SEO Audit Checklist 2019

44% of people do a Google search before starting their online shopping journey. 23.6% of eCommerce orders are directly linked to organic traffic. This means SEO matters for your online store. But it is not that easy to get your website to the top for competitive keywords unless you find out where you are lacking. We have developed an eCommerce SEO audit checklist that will help you improve your organic search marketing.

Why you need a site audit?

Performing an SEO audit is the best way to identify why your site is not ranking for your chosen keywords, what are the problems with your site, and why you are not getting desired results. A site audit helps you find out if you have broken links, mobile-friendly design, and top-notch content and is your site crawlable and indexed properly.

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When to audit your site?

A good eCommerce SEO audit is about diagnosing the problems correctly. The goal is to find out the weak points and take actions to fix them. We provide eCommerce SEO services, so we know when and how to conduct audits of a website. We conduct an SEO audit at the beginning of a new campaign. Once we start the on-page and off-page works, we perform audits every quarter so that we can identify problems in our current process and improve it to grab opportunities.

Here is Your SEO Audit Checklist

   1. Choose the Right SEO Audit Tool

SEO is a continuous process. You need to constantly monitor your results and optimize your site to get the best results. Conducting a site audit is not a cakewalk, especially when you have tons of web pages for various products and categories. There are a number of website audit tools that helps you identify on-page issues, find duplicate content, asses page errors, find broken links, and more.

Here are the SEO tools you can use for eCommerce site audit:

  • Raven Tools
  • SEMrush
  • DeepCrawl
  • ScreamingFrog
  • Site Condor
  • Ahrefs

Using site audit tools are a great way to save your efforts on the time-consuming analysis tasks, but a manual element would make it more effective. Hire one of the best eCommerce marketing agency to get your site audited properly for each category mentioned below.

   2. Keyword Analysis

An SEO campaign for an eCommerce store can succeed or fail based on the keywords you select and work upon. Therefore, doing keyword analysis is essential for your online store.

You can use Google Keyword Planner to find the search volumes for your primary keywords and identify high-performing and low-performing keywords. Compare the list with the last audit you did.

Use Moz’s Keyword Explorer to find the most difficult keywords for your store. If these keywords are getting you a good amount of traffic, then you can work on them to improve your ranks. If they are not bringing enough traffic, you can think of other keywords with a good search volume.

   3. Content Analysis

It is a qualitative evaluation of your website content to identify issues. You can find out what pages are performing well, what needs to be updated, pages with most views and shares, etc. Content analysis is also done to know what customers want and how to create content that solves their problems. Once you have identified the problems, make sure you follow these tactics to improve your content quality.

  • Create 1000+ words of content for each product page and use your keyword 3-5x. Google puts more importance to keywords that appear at the top of a webpage. So make sure your primary keyword appears at the top of your page.
  • Check if your content is up to date and useful for users. Are you missing anything relevant to your business and goals in your content?
  • Fix duplicate content issues. There is no reason for two identical pages to exist on your site. Delete and redirect one of them to the other.
  • Make sure your content is unique, not plagiarized, with images as needed.

   4. Website Usability

Usability is at the center of how you and customers communicate with each other. A site with poor navigation and design can result in low conversions or sales. The following checklist can be used to know if your eCommerce store has good usability:

  1. Accessibility: Means your site is accessible on every device, browser and by every type of user.
  2. Contrast: A clear contrast between background and text.
  3. Font size: The text font size should be in easy-to-read format
  4. Company Logo and Info: They should be clear and easy to find.
  5. Navigation: The faster user understands how to navigate a site, the more are the chances that they will purchase from your site.
  6. Content: Clear paragraphs, bold headings, consistent font, clear CTAs, etc.

   5. Technical Analysis

It helps you check the technical aspects of your site. Search algorithms and technology change frequently. Conduct a technical SEO audit every 4-5 months is a good way to know the health of your site. Technical SEO could increase your website traffic by 10x, if done the right way. So optimize your site for these parameters that are included in a technical SEO audit:

  • Crawl: Use Google Search Console to see the number of pages that Google is crawling on your website. Fix redirects, remove duplicate content, restrict indexation, and provide URL parameters to improve crawl numbers.
  • Sitemap: It tells search engines about the structure of your site. Make it clear, concise, and register your sitemap with Google Search Console.
  • Incoming and outbound links: Check click depth, broken links, and orphan pages
  • Page speed on desktop and mobile: People don’t like to wait. Make sure your site loads in 2s or less.
  • HTTPS Content: Look for common HTTPS issues in your technical SEO audit, such as links, redirects, canonicals, 404s, etc.

    6. Competitor Analysis

The best way to learn how to improve your SEO results is to do competitor analysis. Start with the top 10 results for your primary keywords. They are your competitors. Check your competitors’ site structure, content, backlinks, and optimization.

Competitor analysis is not about copying and pasting the strategies they are using to rank for your targeted keywords. It is about learning and identifying what can work for your store and how you can do it better.

   7. Citation and Link Analysis

Citation analysis is done to ensure you have consistent NAP (Name, Address, and Phone number) information across the Internet. This also helps you to find out untapped business directories where you can submit your site.

Do a backlink audit to analyze the links to your site. Link relevancy is important. 100% of the links may not be relevant to your site, but a majority of them should be.

Link authority is another factor you should look for. Check the domain rating of the sites from where you are getting backlinks.

Diversify your backlinks. Include a variety of backlinks, such as contextual links, directory and forum links, sidebar links, resource page links, etc. Achieve link growth over time. Massive drops in link numbers can raise an alert for Google bots.


A proper eCommerce site audit is all about analyzing your online store from A to Z. If you go through the above steps, you can optimize your site properly and drive more traffic, sales, and online orders.

Source Soft Solutions is a leading company offering eCommerce SEO services. We provide a comprehensive SEO audit to help you know your site’s SEO status. We identify all the issues with your site and propose solutions to fix them. Our job as your eCommerce marketing company is to make sure your site is set up for SEO success in terms of ranking, clicks, traffic, and sales. Contact us today to get started!

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5 Content Strategies That Can Improve Your SEO Results In 2019

A 5-Step Guide To Ecommerce SEO

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